Final

Question 1

What are the four levels of the Nation Brand Identity Model

Answer 1

1. Essence
2. Personality
3. Product
4. Symbol

all this creates the Nation Story

Question 2

What are the 4 aspects of Social Marketing?

Answer 2

meant to improve a community’s wellbeing.

1. Behaviour Change
2. Activism
3. CSR (Corperate Social Responsibility)
4. NSR (Nation Social Responsibility)
5. Social Resistance

Question 3

What 4 things are part of a Nation Brand Portfolio?

Answer 3

1. Branded Sectors
2. City/Region Sectors
3. Product Brands
4. Corporate Brands

Question 4

What are 4 Nation Brand Portfolio Strategies?

Answer 4

1. House of Brands
2. Endorsed Brand
3. Branded House
4. Sub-Brands

Question 5

Knowledge Nation is….

Answer 5

A Nation Story Narrative

Question 6

The major difference between political marketing and nation marketing is

Answer 6

Political marketing (elections, policy, support) is internal.

Nation marketing (public diplomacy, nation branding) is external.

Question 7

New media includes….

Answer 7

facebook, youtube, twitter, blogs, instagram, google

Question 8

Optional brand strategies are…

Answer 8

mindshare, emotional, viral, cultural, storytelling, social.

Question 9

a blue ocean is

Answer 9

when you differentiate yourself from others and create a whole new market.

Question 10

a red ocean is

Answer 10

competing in an already existing/saturated market

Question 11

Essence is level one of brand identity model, which 5 parts make up the essence?

Answer 11

“I believe”

1. Beliefs
2. Values
3. Expertise
4. Positioning
5. Vision

Question 12

Personality is the second level of Nation Brand Identity Model, what 4 parts make up Personality?

Answer 12

“I feel”

1. Government
2. People
3. Culture
4. Geography (ability for others to differentiate the country from surrounding ones)

Question 13

Product is the third level of Nation Brand Identity Model, what 6 parts make up Nation Brand Identity Model?

Answer 13

“I want”

1. Tourism
2. Exports
3. Government
4. Immigration and Investment
5. Culture
6. Overseas image

Question 14

Symbol is the Fourth level of Nation Brand Identity Model, what 4 parts make up Symbol?

Answer 14

“I see”

1. Name
2. Art
3. Logo
4. Slogan

its about creating buzz and going viral.

Question 15

5 elements of a Nation Story are…

Answer 15

1. plot
2. theme
3. character
4. setting
5. conflict

Question 16

what are the 5 steps in the Advertising Model?

Answer 16

1. Recognize the Country and it Name
2. Understand the Country
3. Global liking of the Country
4. Persuasion that this Country is the right country
5. Action, buy this country’s products, visit, etc.

Question 17

What are the 5 Pieces of the Nation Brand Pyramid?

Answer 17

1. Nation Brand
2. Branded Sectors
3. City and Region Brands
4. Corporate Brands
5. Product Brands

Question 18

6 Nation Brand Sub-Strategies are…

Answer 18

1. Marketing in
2. Marketing out
3. Leadership
4. Silver Bullet
5. Red Ocean
6. Blue Ocean

Question 19

Hard Power’s two categories are…

Answer 19

(in a zero sum game)
Hard Economic
Hard Military

Question 20

Soft Power is

Answer 20

have other countries want to join you because of your good policy and diplomacy.

Question 21

4 Strategies of Marketing Warfare are…

Answer 21

1. Defensive (attack oneself, block competition)
2. Offensive (attack weakness, narrow the front)
3. Flanking (uncontested area, tactical surprise)
4. Guerrilla (capture a niche, flexibility)

Question 22

What is the definition of Nation Marketing Management?

Answer 22

The art and science of choosing foreign target markets and getting, keeping, and growing allies and customers, through creating, communicating, and delivering superior conceptual and practical value. to foreign entities and citizens, and for managing multilateral relationships in ways that benefit the nation and stakeholders. (memorize exact definition for exam)